The Lake Effect Man – Larger Than Life

Tap handles are a great way to express yourself and give your bar a personalized touch. One of the brewpubs here in our hometown took that idea to a new level and mounted a 25-foot-tall tap handle to the outside of their massive brick building, located in downtown Buffalo, NY.

The 2-ton “Lake Effect Man” was recently added to enhance the identity of Pearl Street Grill and Brewery and lure more customers. Visible from the Niagara Thruway, the “Lake Effect Man” is an absolute icon and will become a central party of Pearl Street’s marketing. The sculpted beer tap features a scruffy man, bundled up with a hat pulled down around his eyes, as if he is shielding himself from the bitter elements (perhaps the lake effect snow that plagues Buffalo for several months a year). Lake Effect also happens to be the name of one of the brewery’s flagship offerings, a strong American Pale Ale with abundant hop flavor and aroma.

The giant silver beer tap was designed by Buffalo artist Tom Bower and built by Eric Zimmerman of Visual Impact Signs, in East Aurora. The exciting addition to the exterior of the building is the most visual part of the brewery’s $3 million expansion. Pearl Street has plans to become the largest brewpub in the world as measured by sales. By October of this year, their fermenting capacity will double and their offerings of microbrews will jump from five to 13.

I’m thrilled to see one of my favorite local establishments doing so well and as a marketing dork, I love the idea behind “Lake Effect Man.” Kudos Pearl Street, keep up the great work.